For online retailers, Amazon is becoming even more daunting.
Amazon will own a bigger piece of e-commerce sales this year owning about 44 cents out of every e-commerce dollar spent in the U.S., up from 38 cents the previous year, according to new estimates on public companies from research firm eMarketer.
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Amazon's e-commerce sales are expected to grow 32 percent to $196.8 billion dollars in 2017 in the U.S., or 43.5 percent of total e-commerce sales. These figures represents gross merchandise volume data, which includes sales made by third parties on Amazon's marketplace.